138 comments:

This is OK, but no better. For me it's there with the Sony 'music project' stuff.

I think Juan is at his best when he pays with context: thousands of coloured balls bouncing down the street; a gorilla plays the drums.

This ad doesn't do that. It's airport trucks on a runway. OK, they're hot-rod airport trucks (we assume: they don't look like they're going very fast) but they're in they're normal environment. So it's not as unexpected and not as much fun. Maybe if they'd been racing around a normal road it might have worked better and looked faster?

It would be funnier if we got a sense of how slowly they were going. It needs some context like a bird walking down the side of the runway to show that they are actually going quite slowly and therefore doing it simply for the pure joy of the race.I got bored halfway through. Sorry, I'm wrong I know which is why I made up my name so no one would know who I was and I wouldn't be fired for being wrong.

That's cool. I like it, a lot. I like the sound track the look of it. Direction is simple an un complicated. But it was a shame to see human beings in the spot, i.e. the hand tightening the nut, and the hand changing gear. Thought it would have been cooler to give us the idea that this is what all the trucks do by themselves when no humans are around, like the Gary Larson cartoon where some cows are all standing upright in a field having a chat, and one of them says to the others 'quick, quick there is car coming'. Giving the trucks a bit more of a personality, like Herbie the VW Beetle, who had a week little beep, would have given us more of a smile as the little truck won. Its the best ad on telly right now, although I do have a soft spot for those Bunny suicide inspired spots for Cadbury Cream eggs.

Wonder how well this'll go down in the context of all the T5 stuff - could actually give it extra topicality.

My initial reaction is the same as with Gorilla - I love the idea of the ad, in that it doesn't follow the normal rules, is much looser and a bit stupid, and moves advertising on from its normal clever endline comfort zone.

But both of them just feel a bit cold to me. Can't help thinking Harry Hill would have directed them better.

There's this weird paradoxical feeling that you're watching a fun idea that is nevertheless managing to take itself too seriously.

i agree with the above... Theres much better out there! granted a follow up to gorilla is the hardest thing to do but this didnt do to me what they intended: Put a smile on my face. It is beautifully made and the attention to detail is fantastic but... it doesnt go on my list of favourite ads whereas balls, paint, bunnies, gorilla and the music project (plus a whole load of none juan ads) do. So for me its a Disappointment.

Where is the beautifully simple idea? Where is the humour?What is the point?

Gorilla, led you in, intrigued you and surprised you with great humour, and was wonderfully mashable and spreadable, giving it an extended life beyond the Phil Collins track. Can you see the audience remixing this? Will someone hurry up and remix it with BOB THE BUILDER music please? I might laugh then...

I don't want to criticise. Really. I loved Gorilla. I thought it had character and charm and the music resurrected an uncool artist you could watch it again and again.

But this is little more than trucks driving forward to a song that people like to drive to.

There's no charm or personality at all in this film (can't really call it an ad). I'm amazed anyone could put this in the same bracket as Gorilla.

Glass half full is a campaign idea that allows the creatives to do anything. This is just boring. I have no desire to watch that ad again. I think it's better if he sticks to stealing ideas. Because in terms of creativity, this ad blows. Sorry.

The first time that I saw Gorilla I was utterly bemused and confused, and had to watch it again...and again. By the third view I loved it and emailed it to everyone I knew. Gorilla remains for me one of the funniest, most bizarre bits of content that I have seen for a long time.

Trucks just left me a bit cold, I think that I just found it a bit boring really. Lacked any emotion.

Gorilla was a hard ad to follow. In my opinion Trucks didn't hit the mark.

I think a lot of us have been waiting or even hoping for Juan to make a bit of a dud, and by his standards Trucks is not one of his best. The guy is amazingly talented but when you get the pick of the best briefs in town and clients who sign blank cheques its quite a relief to know the rest of us still have a chance of winning some awards.

Shame the ad is so short, all those brilliant lyrics they couldn't use:

Tonight Im gonna have myself a real good timeI feel alive and the world turning inside out yeah!And floating around in ecstasySo dont stop me now dont stop mecause Im having a good time having a good time

Im a shooting star leaping through the skyLike a tiger defying the laws of gravityIm a racing car passing by like lady godivaIm gonna go go goTheres no stopping me

Im burning through the sky yeah!Two hundred degreesThats why they call me mister fahrenheitIm travling at the speed of lightI wanna make a supersonic man out of you

Dont stop me now Im having such a good timeIm having a ball dont stop me nowIf you wanna have a good time just give me a callDont stop me now (cause Im havin a good time)Dont stop me now (yes Im havin a good time)I dont want to stop at all

Im a rocket ship on my way to marsOn a collision courseI am a satellite Im out of controlI am a sex machine ready to reloadLike an atom bomb about toOh oh oh oh oh explode

Im burning through the sky yeah!Two hundred degreesThats why they call me mister fahrenheitIm travling at the speed of lightI wanna make a supersonic woman of you

Im burning through the sky yeah!Two hundred degreesThats why they call me mister fahrenheitIm travling at the speed of lightI wanna make a supersonic man out of you

Dont stop me now Im having such a good timeIm having a ball dont stop me nowIf you wanna have a good time just give me a callDont stop me now (cause Im havin a good time)Dont stop me now (yes Im havin a good time)I dont want to stop at all

seriously, this ad is dull.what's exciting about watching some trunks drive down a straight road.i don't get why they ever thought it would be exciting.a gorilla plays the drums - wicked.some trucks driving down an airport runway - er, if you must.

oh jesus, i'm not even sure what to say.. for about the first 30 seconds i thought it was going to be amazing, it looked really gorgeous and i forgave them the disgusting soundtrack but then by the end, i was completely dissapointed.. how were the trucks having fun? watching them drive up a runway gave me little to no joy? i wasn't a fan of gorilla either, but this is worse no matter how guilty i feel saying it. he's basically written his own brief and then made it less interesting than you'd hope...

The fella had everything at his disposal (brief: make a positive-feeling entertaining piece of film with a million quid and 90 seconds) and came up with something that falls well short of one of those daft things they do on Top Gear.

This was about as joyous as waking up to find my pussy replaced by Ann Widdecombe, all the world's penises turned into old ladies' tits, my clit as sensitive as a bollard, my wanking finger replaced by wet cardboard and coke and crack made illegal.

i actually think that the idea is good.what really lets this down for me is the direction. obviously the senor is a little less handy with a story-telling spot than a static primate on the drums.if frank or ivan or nicholai or even danny had shot this it would have been way better.

The gorilla was sort of joyful and it was about a glass and a half's worth (or at least I thought so) - just a gorilla in a rehersal room with a drum kit, pretty simple really, aprrox: 1 1/2 glasses.

The new one doesn't seem like a glass and a half's worht of anything - maybe it's like a glass and a half at Jerry Brukheimer's house, but to me it seems like about 50 million andf a half glass fulls, and whatever those glasses are filled with, it doesn't feel like joy to me - smugness maybe. It's too flash, and just ISN'T a glass and a half full of joy. It looks cool and sounds good, but I don't really like it.

Christ, am I the only one who is bored with all this Juan hype, what is the point of the rest of us trying if anything he does gets lauded by sickafantic idots, even when this one is clearly just ok. There are a lot great ads and creatives who deserve some of the hype that our privileged friend gets.

Who is the main target for Cadbury's Dairy Milk? Women! Do they like racing lorries and baggage trucks and other assorted trucks and machinery? Do they fucl! This is so wide of the mark it's worse than a Beckham penalty against Portugal.

By the way the jar I've been keeping my old cock in is now looking like a jar of out of date lobster bisque, so I'm going down to the serpentine tomorrow morning in hyde Park and I'm going to let the old chap go free, no don't stop me nowI'm a rocket ship on my way to mars on a collision course I'm a satellite I'm out of control I am a sex machine ready to reload.

awful. terrible. no discernible idea or even a tenuous attempt at some vague connection to the product. it's neith funny, nor dramatic nor interesting. and of course it lacks humanity because that would entail actual film-making as opposed to camera-pointing.

wouldn't put it on my reel. wouldn't put it anywhere near my reel. put down the crack pipes UK ad peeps. this is boring.

I love it. I think it's brilliant. Great track. Great idea. I just want to watch it again and again and again. I just want to run out right now and buy a big fucking slab of Dairy Milk, carve it into little finger shapes and tease my khaki starfish into submission. Juan is great. As far as I'm concerned he could pop a funnel in my gob and let loose with a pint of the runs. I'd gladly beg for seconds. I've had to stop using him as the inspiration for my hand-shandies because my ejaculations are now too vigorous (three holes in the ceiling and one dead cat).

It leaves me a bit cold. Probably because the emotional connection we felt with the primate isn't there with a bunch of pimped trucks.To me, it's an expression of pure joy that never quite climaxes.But nice to watch, wish I'd been involved, will probably do very well etc.

I think that the Cadbury ad ended too abruptly and the fact that you saw people driving the trucks made it feel like they weren't in control - that it wasn't their choice to do it and most of the time when you aren't in control of something it ain't that joyous. But what do I know, I'm still trying to get a placement...

My wife said "WTF is that all about?" and then went back to her paper.

Plus if you are the owner of one of the 15,000 pieces of baggage that are located not adjacent to you, but somewhere around Heathrow's Terminal 5 airport, you'll probably think that Cadbury's are epic cunts for this.

Gorilla was not obly a great ad, but an important ad - I think it will be looked back on in years to come. This one? No - it looks great, but the genius of the gorilla was curiousity, and the unexpected - this one has too much to live up to. The hype, by definition meant that it would never be as good.

Think the new ad is actually v good. Didn't smile with joy at first because too sick with jealous rage.

Agree about the human hands, but then maybe this is the genius of it. Thought the gorilla twitches were a bit too much to begin with, but then grew to love them.

Can't think of any sequels that have been able to trump their originals, except maybe some of the later police academys.

The hype was pretty high and trucks was never really going to fulfill anyone's expectations. Still v different to anything else out there at the moment and the bar has been set quite high this year. Again.

Q, Would JC do as well if he wasn't working at fallon or would he be crafting shelf wobblers like the rest of us ?

The follow up is utter tosh! How boring and uninspiring. Where's the emotion supposedly coming from the 'Glass & A Half Of Joy'. I reckon Juan's taking the complete piss! And if you disagree, then lick my big, fat hairy gorilla balls!

The gorilla ad was met with an equal amount of scepticism and in fact was slated in the advertising community initially, until it started to receive the huge amount of interest and copycating on youtube.

This will probably do the same and the fickle turncoats amongst us will be angrily clapping at the awards ceremonies. And then enthusiastically telling each other how great it is.

It's still a lot better and more unexpected than every other ad out there at the moment.

This ad was deliberately made to annoy stupid people. I makes them angry and they say things like "but whats it got to do with chocolate and....its not as good as the gorilla"Well it certainly works. There are soap powder ads on the other channels just switch over, or carry on making them.Have some perspective, your bitterness reeks.

If they put a large pile of dump on the TV screen with a fallon flag in it juries would probably give it a gold, I suspect they'll do the same with this.

This ad is a navel gazing, self reverential piece of emperors new clothing that most non ad people will just ignore. If someone like JWT did it everyone would say it was cack, so we should all be honest and say it's a juanaturd.

Gorilla wasn't as good as everyone said and this isn't as bad as everyone is saying. But whether or not I think it's any good doesn't really matter - like Gorilla it will be deemed a success or failure by youtube hits and people in the real world talking about it. What I do know is that everyone in advertising should hope it works because whether you like Gorilla or not it showed that all you have to do is be entertaining and that's about the best thing to happen to advertising in years.

If it's all done on yutube hits then Berries and Cream shits on Gorilla by a bloody mile. Where's the award for Berries and Cream? At the very least it should get one for not being stolen, it should also get one for being fucking hilarious (hilariouser than gorilla).

*Realises advertising is just a load of opinions and doesn't really matter**gets proper job*

Doesn't do anything for me, I don't see the point, all seems like they've got a budget to die for and total creative access but have failed to deliver here, it's just running on the back of past victories, I think this will fail badly. I also wish everyone would stop kissing Juan's arse. Yawn.

I don't know what the fuzz is all about.Of course it's self indulgent. All of his best ads have.

Juan loves bouncing balls and would have paid himself if he could have afforded it just to throw lots of them down SF. He seized the opportunity to make Sony pay for it and turned out to be a great ad but it never was a custom made idea for the brand.

Gorilla was another obsession since his days in Buenos Aires as Scamp has already reported. Again, it was a success. (or a second fluke?).

So why wouldn't he be self indulgent on this one?It has worked for him before - just check his bank balance.

Are you trying to get a job at Fallon, Scamp?Otherwise I don't get your review of this ad.I don't think is shit but it's certainly not good.It ends up right in the middle. Not a great place to be for London's best creative, huh?

i don't know, is this juan cabral's send off ad? is he really leaving fallon to land the main job in lisbon? bbdo? no? april fools or juan fools?or yes, someone is leaving the building, but not juan?Webster 2.0

I've said it before, and I'll keep saying it until we all collectively realise it - Gorilla was a shit ad. There, I've said it, and I'll say it again, Gorilla was a shit ad. Here's why.

It's the sort of thing we all think we're supposed to like because some creative somewhere managed to spend client's money without really showing client's logo and/or product.

But, and this is the important bit, the ad doesn't do anything for the product either. It's far too obscure for the average schmoe to connect the dots. I know because I lost count of the number of time friends sent me the link to the drumming gorilla but did so without any real knowledge it was an ad for Cadbury's. Even after all of the publicity, some people I know still don't know it's a Cadbury's ad. So tell me, how good was it really?

And Trucks is a shitter version of Gorilla.

I love the idea of selling things in a different way, just keep them relevant to what you're trying to sell.

Now let's all take a collective breath, realise the error of our ways, and move on.

Do I like it? Meh. It's o.k. Did it put a little smile on my face? Yes. So, I guess it reinforced "Joy."

Now, when I step back and look at this from the eyes of my 3-1/2 year-old nephew, I think they've got a goldmine.

He loves the movie Cars. He'd watch this and think it was the coolest thing ever.

Then he'd ask my sister-in-law if it was for a movie and she'd say, "no dear, that was for a Cadbury chocolate bar." Then he'd say, "Can I have a chocolate bar, mommy?"

Or maybe not. Did it make me feel better about Cadbury in some small way? Yes. Would it make my sister-in-law feel better about Cadbury in some small way because they made her son/my nephew smile? Yes.

It's chocolate. It makes you feel good. This is an ad. If you take off your bullshit advertising critic glasses and just sit back and enjoy it for what it is - a minute or so of fun entertainment - it makes you feel good.

It brings you joy. Stop taking yourselves so seriously. It's only advertising.

To assume people feel 'let down' is a bit arrogant. No one cares. If something brilliant as Gorilla comes out of telly from time to time, great, if not, who cares is Eastenders they're watching, not your stupid ad. No one cares.

If the ad is portraying the theme of joy. Then it's bang on, everyone loves a good race and the sound track is spot on. I do have one suggestion though. I personally think it would have been better if we didn't see the drivers. The trucks should just be alive.

I love your blog. I also think this is a fun spot, and I excitedly watched the whole thing. However, maybe I'm too much of a linear thinker, because neither this nor Gorilla have given me any desire to buy chocolate.

I know I always want to do something, creative, cool, slick or funny, something no one's ever seen before. Then coworkers and clients will say, how does this sell Brand X? As advertisers, are we sometimes smooth-talking clients, just so they'll pay us to do something we think is cool?

It's a terrible tail coasting. I'd almost forgotten about this moor of laziness. I can picture the scene. Numb skulled clients and suits patting themselves on the back for going with zany Gorilla. "Blah blah pioneers, blah 'so random' (eugh), so let's do another one... make it the same but different" The thing about the zeitgeist is that it moves.